3.07 While doing business with the company

Touch points that take place during a customer’s purchasing process with a company may include:

• Engagement with salespeople and other employees
• Interaction with the company’s website
• The physical aspects of the business (location, facilities, cleanliness, overall atmosphere, etc.)
• The delivery of a service (e.g., haircut, oil change, medical check-up)
• A good itself (appearance, packaging, ease of use, etc.)

This is the time for the business to maximize its efforts at delivering brand promise. Every touch point a customer experiences should reinforce that s/he is making the right decision by choosing this particular brand.